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The pronouns we use matter a great deal for our voice and brand, so be sure to review and follow the following standards for each pronoun.

Note: We should always honor individuals' preferred pronouns, so if there's any conflict with the below guidelines, the individual's preference trumps them.


Use in blog posts, personalized emails, and other content that comes from your unique perspective. Most product marketing content should not use I.


Use frequently in all customer-facing content to create a sense of address and engagement. Using you can often help avoid passive constructions, which aren't in line with our voice.

Help documentation should always use you, your, and yours. Never my or mine.

Example: You can find all your Webflow sites in your Dashboard.


Use as appropriate when referring to a specific man or woman (after they've been named in the content).


Use they as the singular 3rd-person pronoun when referring to a generic/non-specific individual, rather than the gender-biased he or the awkward he/she.

Example: Your client can make their content changes in the Webflow Editor anytime.


Use as the collective noun when referring to Webflow as a company.

However, try to keep references to us to a minimum. At the end of the day, what we do is all about empowering our customers — not crowing about our achievements. So the next time you're tempted to lead off a feature announcement with the line "We're excited," ask yourself: 

Which does the customer care about more: our excitement, or the sweet new feature they're about to try out?

Example: We love to see what you build with Webflow, so be sure to share your latest and greatest with the world using the #MadeInWebflow hashtag.


Use as the collective noun for other companies. Can be alternated with the company name.

Example: At Payable, Webflow CMS has proven clutch in their content efforts. They love the way it empowers their content team to quickly and easily publish new articles on freelancer taxes.


in use

See above.


Human, conversational

Readers' feelings

This company really feels like a collection of human beings working together, rather than a cold, faceless brand. I also appreciate that they use the gender-neutral "they" rather than "he."


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